Organizations find it elusive to develop creative ideas using teams or informal groups. I use conjoint analysis to coordinate the creative collaboration of diverse people in different organizations, roles and countries.
Talented musicians playing different instruments deliver memorable performances when a conductor coordinates their individual parts. By setting the tempo and signaling preparations and beats, the conductor brings these parts together.
Developing creative solutions in teams requires similar coordination of talents, skills, specialized knowledge, etc. Selected research projects include:
- IBM & FileNet (USA): Prior to FileNet’s acquisition by IBM, I led a comprehensive analysis to innovate FileNet’s solutions & services and refresh their value proposition. Following the acquisition, I led another research study to gauge key clients’ reaction to the acquisition and preempt possible defections.
- The Consumers Electronics Association (USA): As the home theater market matured, the CEA wanted to identify additional services its members could offer to home theater owners. I designed a research study to test a number of creative concepts. We published the results in a report entitled “Beyond Delivery and Installation: Premium Services Consumers Want” which was the CEA’s seventh most downloaded research report in 2007.
- Philips Medical Systems (USA): The OB TraceVue is an obstetrical information system that is used by hospitals to monitor mothers and their newborns and maintains their clinical records. I designed a study to help the OB TraceVue team anticipate the changing needs of hospitals and address them through innovative offerings.
- Philips Medical Systems (Canada): Field service engineers supporting the LIFE program needed to engage hospital administrators proactively in planning for the ongoing and secure operation of their Philips systems. Together, we designed and tested an adaptive interviewing tool that facilitated the interaction between engineers and administrators.
- Respironics (Acquired by Philips Medical Systems, USA): After completing a conjoint analysis study to identify client needs, I developed a configurator to assist Respironics field service engineers in collaborating with their clients on planning maintenance needs.
- Motorola (Japan & USA): When KDDI declined to renew a major contract with Motorola GTSS, I worked closely with Motorola’s account team in Japan and program team in the U.S. to design a research study to craft a new contract with input from KDDI. The contract was renewed and my research was adopted as standard procedure for contract renewals in Asia. I conducted similar studies in Brazil, China, India, Malaysia and The Philippines.
- Best Buy’s Geek Squad (USA): To improve the retention rate of technical employees, I worked with Best Buy’s Human Resources and training teams to engage Geek Squad employees in developing a new benefits package. I facilitated a creative process to develop novel and useful benefits within a number of hard constraints. Employees’ participation in this study was the second highest in company history at the time.
At the University of Cambridge, I assisted in supervising a masters (MPhil) thesis in which we used conjoint analysis to explain the exclusivity preferences of clients who frequent the speakeasy bars of London.
I’ve conducted similar research studies for Agilent, Curtis-Wright Controls, CompTIA, General Electric, GTE, Gambro Healthcare, Seagate, Solomon Software, Specra Logic, Squirrel Software, Sun Microsystems and TSIA. The common theme has been to use conjoint analysis to bring stakeholders together to achieve a creative and innovative outcome.